Professional Documents
Culture Documents
Strengths Weaknesses
Opportunities Threats
For workshop purposes, the grid should be drawn large: e.g. filling the whole of a
sheet of a flip chart.
+ -
Strengths: Weaknesses:
(strong points) (weak points)
Present
Internal
Opportunities: Threats:
Future
External
The following are examples of suitable topics. A SWOT Analysis of one of the
following:
Size of Groups:
The size of groups used for SWOT analysis can be varied to suit particular
circumstances. Usually, however, groups of about 5 or 6 people work best.
Everyone will be involved and it is easy to generate lively discussion. One of the
strengths of a SWOT Analysis, especially if it is a workshop activity, is that it
does encourage everyone to participate.
SWOT Stage 1:
Workshop participants are provided with “post-its”. They brainstorm and try to
identify the “strengths”, “weaknesses”, “opportunities” and “threats” - for
example, for “Meeting the Learning Needs of All Students”.
One of the reasons this kind of brainstorming is effective is that something one
person says or suggests will often stimulate or remind someone else of
something additional. The workshop facilitator, therefore, should encourage
When people begin to run out of ideas and suggestions, the first stage of the
SWOT Analysis has been completed.
This stage of the analysis helps us to clarify and categorise different types of
issues. You may wish to make a record of this stage of the analysis, before
proceeding to Stage 3.
SWOT Stage 3:
For project design and activity planning purposes, the “weaknesses” square of
the grid is especially important. It is here that we are likely to get ideas for
appropriate activities and strategies to address weaknesses in the system.
Often the “weaknesses” square of the grid will fill up with more “post-its” than
any of the other three squares. In a perfect world, it would be nice to be able
to solve all weaknesses and problems. Unfortunately, in the real world, this is
not possible. No single project or action plan can address all issues.
GRID 2
Easy Difficult
High 1 2 3
Importance
Low
Importance
The “weakness” “post-its” on the original grid can be moved across onto this new
grid. Exactly where they are placed has an important new meaning. A “post-it”
placed in the extreme top-left corner of this grid (i.e. “post-it” number 1 in the
example) can be interpreted as being a weakness that is very important, but is
also easy to solve. “Post-it” number 2 in the example shows a weakness that is
just as important, but is considered slightly more difficult to address. The
weakness depicted by “post-it” number 3 in the example is “very important, but
also very difficult (perhaps impossible) to address”.
The vertical dotted line, for practical purposes, can divide the grid into
“weaknesses within the power of the project/management to address” (on the
left of the line) and “weaknesses outside of the power of the
project/management to address” (on the right hand side of the line).
One of the reasons Stage 3 of the SWOT Analysis so useful is that it helps us
to identify a “way forward”.
If wished, Stage 3 of the SWOT Analysis can also be used for further analysis
of “strengths”, “opportunities” and “threats”. For example, this would allow us
to identify the “most important and practical strengths” that we can draw upon
in mapping a way forward.
Again, you may wish to keep a record of the results of Stage 3, before moving
on to Stage 4.
Use this process to reformulate the weaknesses that you believe it is within the
power of the project/management to address.
You now have the basis for an action plan! If there are too many objectives to
address, select the ones with the greatest importance!
GRID 3
Green Yellow
Low
Importance
The grid has been colour coded (like traffic lights). For “threats” in the green
area of the grid, “go ahead”: the threats can be ignored. They are not
important enough to worry about.
For threats in the two yellow areas of the grid: “proceed with caution”. These
threats are important enough to demand further attention. Monitor or manage
these threats and, if possible, adjust activities and objectives to remove the
threats or reduce the risks associated with them.
Threats that fall in the red area of the grid are known as “killer threats”. You
may need to “Stop!” and think again. Consider redesigning your action plan to
remove the threat or substantially reduce its importance or probability of
causing failure.
Dr David Smawfield, January 2007 -8-
SWOT Analysis Stage 6:
There is an underlying “logic” to the four squares of the “SWOT” grid, which
can be summarised as follows:
Summary:
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